Recent analysis shows the top 25 home care providers now hold 40.5% of market share, but industry leaders say the real transformation is happening beneath the surface. Insights from a KPMG webinar highlight how Support at Home is reshaping the sector in more complex ways than headline figures suggest.
Speakers pointed to broader measures of success beyond size, including quality, access, workforce capability, and long-term sustainability. Providers are already seeing changes in client behaviour, with co-contributions driving greater price sensitivity and scrutiny of service value. At the same time, workforce shortages continue to influence how care is delivered, pushing organisations to rethink operations and efficiency.
From an investment perspective, demand remains strong for high-performing providers, but outcomes vary based on capability and execution. Technology is expected to play a growing role, particularly in reducing administrative burden. As reforms continue to take effect, the sector is likely to experience uneven impacts, with some providers adapting faster than others.